How to incentive and get downloads of your applications and why invest in Mobile Marketing.

1. Apps
Marketing
#MOBILEHUB
Eduardo Artunduaga
Product Management Director
Gigigo Mobile Services
artunduaga484@gmail.com
eduardo.artunduaga@gigigo.com
@artunduaga84

2. o Why Mobile Marketing?
o Marketing Apps
o PreLaunching:
o Exogenous Actions
o Endogenous Actions
o Launching
o PostLaunching
Keynote Index

3. o Why Mobile Marketing?
o Marketing Apps
o PreLaunching:
o Exogenous Actions
o Endogenous Actions
o Launching
o PostLaunching
Keynote Index

4. 1 Consumer Data
Why Mobile Marketing? - Mobile on the Rise
*Source: Google & Sterling Online Services Cross-Device Study, 2013

5. 1 Consumer Data
Why Mobile Marketing? - Double Impact: Mobile for Branding and Performance
*Source: Google & Sterling Online Services Cross-Device Study, 2013

6. 1 Consumer Data
Why Mobile Marketing? - Breaking Bad / Making Good
Breaking Bad
Making Good
*Source: Google & Sterling Online Services Cross-Device Study, 2013

7. 1 What is Mobile Marketing?
PLAY VIDEO

8. o Why Mobile Marketing?
o Marketing Apps
o PreLaunching:
o Exogenous Actions
o Endogenous Actions
o Launching
o PostLaunching
Keynote Index

9. 2 Marketing Apps Plan
Source: Datajack.com - April 23, 2014
Mobile Marketing
What is the size of the Mobile Market?
Of the world’s
4 billion
mobile phones in use,
1.08 billion
are Smartphones

10. 2 Marketing Apps Plan
Concepts
Duration and intensity
of each of the phases
depend on whether the
main objective is the
positioning and / or
downloads.
Pre
Launching
Launching
Post
Launching
2-4 weeks 1 week 2-4 weeks

11. o Why Mobile Marketing?
o Marketing Apps
o PreLaunching:
o Exogenous Actions
o Endogenous Actions
o Launching
o PostLaunching
Keynote Index

12. 2 Marketing Apps Plan
PreLaunching: Exogenous & Endogenous Actions
Exogenous: Endogenous:
 Share and socialize: blogs, PR
 Create a Twitter and Facebook
account
 Youtube video
 Create a web
 E-Mail Marketing
 Application Name
 Name and short description
 Key Words
 Description
 Countries and translations
 Screenshots
 Icon

13. Create a Twitter and Facebook account
(as soon as you can)
Exogenous
2 Marketing Apps Plan
PreLaunching: Exogenous Actions
Share and Socialize
Youtube video: www.apptamin.com
Create a site: (contact, concept, download,…)
Mailing List: Free Tool (http://mailchimp.com/)
Your friends
http://www.tweetadder.com/
Play Video

14. 2 Marketing Apps Plan
PreLaunching: Endogenous Actions - ASO (App Store Optimization)
ASO (APP STORE OPTIMIZATION):
Keyword Research: Users Specific Target –
Strategy for Keywords
ASO on APP: App Title – App Description –
App Publisher – Screenshots – App icon -
Updates
Fame / Popularity: Downloads – Ratings -
Reviews
iPhoneAppStorebyKeyWord
GooglePlaybyCategory
71% of users use the browser
to download apps
(Nielsen Mobile Report 2013)

15. 2 Marketing Apps Plan
PreLaunching: Endogenous Actions - ASO (The Importance Of Mobile Keyword Research)
 Successful Mobile Keyword Research Tips
 Define Goals & Success Metrics
 Discovering Supportive Keywords
• Google Webmaster Tools
• Google Analytics
• Bing Ads Intelligence
• App Keyword Research Tools
 Qualifying a Keyword Effectively
• Estimating Count of Queries by
Individual Platform
• Understanding Mobile/Non-Mobile
Tag Cloud
• Focus on Mobile % of Total Traffic
Report

16. Choose the Category:
 Estimate the number of downloads to appear in a
category
 Calculate your strength: if a category is more
competitive you will get more downloads
 The relevance of the category should be the
general rule
Key Words (VERY IMPORTANT)
 Watch your competitors
 Try keywords on Google and in app stores
 Modify to the keywords in each update: optimizes
2 Marketing Apps Plan
PreLaunching: Endogenous Actions - ASO on APP
Icon
AppTitlle&Publisher
Screenshot
s
Description:
 The description must be simple but direct to the
point

17. 2 Marketing Apps Plan
PreLaunching: Endogenous Actions - ASO (Fame / Popularity)
Downloads Ratings Reviews

18. 2 Marketing Apps Plan
PreLaunching: Endogenous Actions - Icon
Cut the Rope 2 Candy Crush Saga
Nike + Running Full Fitness
Spotify Shazam
Pulse BBC News
airbnb TripAdvisor
Snapchat Facebook
Games
Health &
Fitness
Music
News
Travel
Social
Networking

19. 2 Marketing Apps Plan
PreLaunching: Endogenous Actions - Screenshots

20. o Why Mobile Marketing?
o Marketing Apps
o PreLaunching:
o Exogenous Actions
o Endogenous Actions
o Launching
o PostLaunching
Keynote Index

21. 2 Marketing Apps Plan
Launching
What happens when our App
is available in the store?
It's time for more visibility
It's very important to take
advantage on the
momentum of the early
days
Our App appears in News
Blogs generate info automatically about our
app (News)
A good number of downloads without doing
absolutely nothing

22. 2 Marketing Apps Plan
Launching
Actions to be taken during the first days
 Use your own means to communicate: web, FB,
Twitter, other apps
 Coordinate the release of press releases
 Try to blogs and sites of my reviews you mention
(task planning well in advance)
 Make an excel with contacts and sites that should
be talking about your app and "attack them"
 Invite users to leave good comments on the app

23. 2 Marketing Apps Plan
Launching
How do we get that Apple highlights my App?
http://www.ideatoappster.com/how-to-get-featured-in-the-apple-app-store/
 You have to be Apple-Friendly
 Buzz & Marketing
 Communicate with Apple (Often)

24. o Why Mobile Marketing?
o Marketing Apps
o PreLaunching:
o Exogenous Actions
o Endogenous Actions
o Launching
o PostLaunching
Keynote Index

25. 2 Marketing Apps Plan
PostLaunching
What’s going on with the app after launching?
 Blogs & Review Sites:
http://myblogguest.com/
 Apps' Recommender
 Owned and Earned Media
 Cross-selling
 Press Release
 Key Words
 App Description
 Price: “go for free”
 Performance (admob,
millenial, mobclix)
 PPD (TapJoy,
Sponsorpay)
 Facebook
 Branding
 Reviews
 Rankings
 Releases

26. 2 Marketing Apps Plan
PostLaunching
Tips for an Effective Media Plan
 No more than 50% of the budget for CPD networks. If you
control the app, you should search CPL
 Direct download Vs landing page
 Positioning = Low value customers
 Medium to long term Downloads = High value customers
 If I invest in advertising networks accompanied with my
media
 Measure results
 Use Facebook, Twitter

27. Apps Marketing
… and thanks
#MOBILEHUB
Eduardo Artunduaga
Product Management Director
Gigigo Mobile Services
artunduaga484@gmail.com
eduardo.artunduaga@gigigo.com
@artunduaga84
Jamie Turner